Market Size and Growth
• Methodology for Sales Estimates
• Retail Sales Estimated at $1 Billion for 1998
• Table 3-1: Estimated Retail Sales of U.S. Bath and Shower Care Market: By Product Category, 1994-1998 (dollars): Body Washes, Bath Additives, After-Bath Products, Specialty Soaps
• Sales and Growth Vary Widely Among Categories
• Body Wash Sales Continue to Grow
• Bath Additives Category Wavers
• After-Bath Category Springs to Life
• Sales of Specialty Soaps Slow

Market Composition
• Body Washes Account for 60% of Retail Sales
• Table 3-2: Share of U.S. Bath and Shower Care Retail Sales: By Product Type, 1994-1998 (percent): Body Washes, Bath Additives, After-Bath Products, Specialty Soaps
• Body Wash and After-Bath Shares Have Grown Rapidly
• Figure 3-2: Share of U.S. Bath and Shower Care Market: By Product Type, 1998 (percent): Body Washes, Bath Additives, After-Bath Products, Specialty Soaps
• Mass-Market Outlets Claim Two-Thirds of Sales
• Table 3-3: Share of U.S. Bath and Shower Care Products Market: By Outlet Type, 1995 vs. 1998 (percent): Mass Merchandisers, Supermarkets, Drugstores, Prestige Outlets, Alternative Channels
• Figure 3-3: Share of U.S. Bath and Shower Care Products Market: By Outlet Type, 1998 (percent): Mass Merchandisers, Supermarkets, Drugstores, Prestige Outlets, Alternative Channels
• Product Use Varies Little by Region
• Table 3-4: Use of Bath and Shower Additives: By Region, 1998 (percent and index): South, Midwest, West, Northeast, Total

Factors to Market Growth
• Showers Appeal to Busy Consumers
• ...But Baths Can Be Appealing Too
• Bathing Alleviates Stress
• Aging Consumers Fuel Market Growth
• A Relatively Cost-Free Luxury
• New Products Flood Market
• A Flurry of Advertising
• Marketers Go After Men and Teenagers
• Retailers Devote More Shelf Space to Bath Care
• More Strategic Positioning
• Meshing Bath Care and Fragrance Needs
• Bath Care Overtakes Fragrance as Popular Gift Item
• Aromatherapy Becoming Increasingly Mainstream
• "Natural" Bathing
• Figure 3-4: Projected Retail Sales of U.S. Bath and Shower Care Products Market, 1998-2003 (dollars)

Projected Market Growth
• Market to Reach $1.3 Billion by 2003
• After-Bath to Continue Spectacular Growth
• Table 3-5: Projected Retail Sales of U.S. Bath and Shower Care Market: By Product Category, 1998-2003 (dollars): Body Washes, Bath Additives, After-Bath Products, Specialty Soaps

IV. The Marketers

The Marketers
• Three Distinct Classes of Marketers
• Two Companies Lead Mass Market
• Secondary Mass Players
• Alternative Marketers
• Prestige Marketers
• Marketers of Botanical Products
• Table 4-1: U.S. Bath and Shower Care Products Market: Selected Marketers and Major Brands, 1998 (40 Marketers)

Marketer Shares
• Overstatement of Purchases from Mass Retail Outlets
• Marketer Shares Erode
• Unilever Dominates
• Table 4-2: Marketer Shares of Bath and Shower Care Product Mass-Market Retail Sales, 1996 vs. 1997 (percent): 10 Marketers/17 Brands, All Others
• Procter & Gamble Places Second
• Kao a Distant Third
• Colgate-Palmolive Gains Share, Places Fourth
• Prestige, Direct, and Specialty Marketers

Brand Shares
• Top Ten Brands Responsible for 78% of Body Wash Sales
• Oil of Olay Is Number-One Body Wash
• Dove Ranks Second
• Caress and Jergens Capture Third and Fourth Places
• Lever 2000 Ranks Fifth
• Sixth-Place Softsoap Gains Share
• Table 4-3: Share of U.S. Body Wash Mass-Market Retail Sales: By Brand, 1996-1997 (percent): 10 Brands/Marketers, All Others
• Top Ten Bath Additives Barely Account for Half of Sales
• Table 4-4: Share of U.S. Bath Additive Mass-Market Retail Sales: By Brand, 1996-1997 (percent): 10 Brands/Marketers, Private Label, All Others
• Vaseline Intensive Care Is Number One Bath Additive
• Calgon Captures Distant Second Place
• Johnson's Ranks Third
• Mr. Bubbles and Lander Capture Fourth and Fifth Places
• Remaining Top-Ten Bath Additives Have 3% Share Each

Competitive Overview
• New Product Introductions Crucial
• Advertising Important Too
• Mass Market Subdivided into Specialty and Commodity
• Added Benefits Drive Competition

Competitive Profile: Alberto-Culver Company
• A Major Player in Consumer Products
• Alberto-Culver Introduces First Mass-Oriented Hair and Body Shampoo
• St. Ives Offers Natural Body Washes

Competitive Profile: Avon Products, Inc
• Sales Top $5 Billion in 1997
• New Bath Collections
• Avon Naturals Available as Foam Bath and Shower Gel
• Avon Capitalizes on Aromatherapy Trend
• Avon's Ever-Popular Skin-So-Soft Line
• Offering Gift Sets
• Avon Active in Bubble Bath Segment

Competitive Profile: The Body Shop
• A Pioneer in Bath and Shower Care
• Three Major Product Lines
• New Exfoliating Products
• The Oceanus Collection
• Other Bath and Shower Care Items Also Offered

Competitive Profile: Colgate-Palmolive Company
• Many Famous Brands
• Successful Extension of Softsoap Liquid Hand Soap Line

Competitive Profile: Cosmair, Inc.
• A Major Cosmetics and Toiletries Marketer
• Yardley Bath Shoppe Carries Upscale Image
• Other Yardley Bath and Shower Care Products
• Multipurpose Polo Sport Woman Line

Competitive Profile: Del Laboratories, Inc.
• Sales Reach $263 Million in 1997
• Naturistics a Very Broad Line
• New Multipurpose Shower Cream
• Spa Collection Provides Beauty Ritual
• Tapping into the Aromatherapy Trend

Competitive Profile: The Dial Corporation
• Company Sales Approach $1.4 Billion in 1997
• New Packaging and Advertising for Dial
• New Spring Water Dial Debuts in 1998
• Dial Ultra Skincare Boasts Antibacterial Agent
• Nature's Accents Formulated with Natural Ingredients
• Dial Acquires Freeman Cosmetic
• Tone Body Wash

Competitive Profile: Estée Lauder Companies, Inc.
• Marketer of Prestige Skin Care, Cosmetic, and Fragrance Products
• Clinique Competes with Body Wash
• Origins Boasts All Natural Ingredients
• All-Natural Bar Soap
• Targeting Men with Male Call

Competitive Profile: Freeman Cosmetic Corporation
• Freeman Cosmetic Acquired by Dial
• Beautiful Bath Line Boasts Versatility
• New Aromatherapy Line

Competitive Profile: The Gillette Company
• A Personal Care Giant
• Gillette Competes Successfully with White Rain Line
• Satin Care Debuts
• Gillette Series Targets Men

Competitive Profile: Joh. A. Benckiser
• Coty Division Markets Benckiser Bath and Shower Products
• Calgon: Long a Popular Name in Bath and Shower Care
• Calgon Body Mists Debut in 1997
• 1998 Seasonal Promotions
• Calgon Tries to Attract Hip, Younger Consumers

Competitive Profile: Johnson & Johnson
• Johnson & Johnson a Health Care Giant
• Neutrogena Purchase Brings Bath Care to Johnson & Johnson
• Original Rainbath Line Revamped in 1996
• More Rainbath Repositioning in 1997

Competitive Profile: Kao Corporation
• Kao Corporation—An $8-Billion Company
• Andrew Jergens Company Pioneer in Shower Care
• Overhaul of Jergens Brand
• Actibath a Novel Bath Additive

Competitive Profile: LaLoren Inc
• Originally a Marketer of Bath Accessories
• Sarah Michaels
• Gift Sets

Competitive Profile: The Limited, Inc
• Fiscal 1998 Sales Approach $9.2 Billion
• Bath & Body Works Retail Outlets Growing
• An Extensive Bath Line
• Aromatherapy Entries
• The Men's Collection
• Victoria's Secret Primarily a Lingerie Store

Competitive Profile: Minnetonka Brands, Inc
• Formed in 1993 by Management Buyout
• A Leader in Children's Segment
• Targeting Teens
• Private Moments by Village
• Village Naturals Includes Natural Ingredients

Competitive Profile: The Procter & Gamble Company
• Company Dominates in Packaged Goods
• Oil of Olay Is Number-One Body Wash
• Ivory Moisture Care Debuts
• Zest Body Wash Targets Men

Competitive Profile: Revlon
• Cosmetics Giant
• Jean Naté an Early Bath and Shower Marketer
• Almay Division Also Has Entry

Competitive Profile: Tsumura International
• Company Produces Fragrances, Cosmetics, and Toiletries
• Important Marketer of Children's Products
• Original Vitabath Brand Still Strong
• VitaSpa Is More Upscale
• Vitabath Naturals Target Price-Conscious Consumers

Competitive Profile: Unilever
• A Consumer Products Powerhouse
• Unilever Dominates Bath and Shower Market
• Lever Brothers Body Washes
• Caress Targets Women
• Dove Body Wash Also Targets Dry Side
• Lever 2000 Targets All Family Members
• Lever Aligns Prices on Body Washes
• Chesebrough-Pond's Division of Unilever
• Vaseline Intensive Care Bath Product Line
• Re-Vamped in 1997
• Helene Curtis Division of Unilever

Competitive Highlights
• Beiersdorf AG
• Bonne Bell, Inc
• Clairol
• Dep Corporation
• Garden Botanika, Inc
• Lander Co
• Mary Kay, Inc.
• Northern Labs
• Parfums de Coeur
• S.C. Johnson & Son, Inc.
• Scott's Liquid Gold, Inc
• Solar Cosmetic Labs, Inc.
• TerraNova

Marketing Trends
• Marketers Extend Existing Lines to Include Body Washes
• Ad Spending Increases as Competition Heats Up
• Pricing Is Critical
• Products Emphasize Stress Relief
• Positioning Makes a Difference
• Presentation Another Key Factor
• Targeting Men and Children
• Marketers Promote Luxury
• ...But Also Stress Family Use and Convenience
• Holiday Gift Sets Important

Product Trends
• Body Mists
• Products Based on Natural Ingredients and Scents
• Two-In-One
• Aromatherapy
• Gift Sets Popular
• Table 4-5: U.S. Bath and Shower Care Products Market: Selected New Product Introductions and Line Extensions, 1998 (27 Marketers)

Consumer Advertising Expenditures
• Advertising Exceeds $150 Million in 1997
• Procter & Gamble Accounts for Almost Half of Bath Care Advertising
• Unilever Spends $36 Million in Advertising
• Five Marketers Spend $4-$8 Million Each

Advertising Positioning
• Most Advertising Promotes Body Washes
• Most Advertising Targets Women
• Recent Ads Cross Boundaries of Race and Gender
• Advertising Samples

Consumer Promotions
• A Key Tool
• Mass-Market Promotions: Coupons and Trial Sizes
• Point-of-Purchase Displays

Trade Advertising and Promotion
• Standard Promotions
• Co-Op Advertising Allowances
• Trade Shows and Trade Advertising

V. Distribution And Retail

Distribution
• Leading Marketers Use Direct Distribution
• Smaller Marketers Rely on Service Merchandisers
• Diverters Move Prestige Products Through Mass Outlets
• Bath and Shower Care Sales Substantial for Alternative Marketers

At the Retail Level
• The Major Outlets
• Table 5-1: Share of U.S. Bath and Shower Care Products Market: By Outlet Type, 1995 vs. 1998 (percent): Mass Merchandisers, Supermarkets, Drugstores, Prestige Outlets, Alternative Channels
• Mass Outlets Lead Market
• Alternative Outlets Gain Share
• Growth of Private Label
• The Positioning Problem

At the Retail Level: Discount Stores
• Discount Stores Lead Mass Market
• Positioning Bath Care Products in Discount Stores
• Discount Stores Emulate Specialty Bath Outlets

At the Retail Level: Supermarkets
• Supermarkets' Share Somewhat Stagnant
• Positioning Bath Care Products in Supermarkets
• Catching the Supermarket Consumer's Eye

At the Retail Level: Drugstores
• Drugstores Continue to Lose Market Share
• Positioning Bath Care Products in Drugstores
• Drugstore Bath and Shower Care Promotions
• The Health Care Appeal of Drugstores
• Drugstores Target Younger Consumers
• Chain Drugstores Still Have Greatest Selection
• Drugstores Score with Private Label

At the Retail Level: Prestige Outlets
• Department Stores Are Main Outlet
• Prestige Products Make Ideal Gifts

At the Retail Level: Alternative Outlets
• Various Types of Alternative Outlets
• Specialty Shops Re-Grouping

VI. The Consumer

Overview
• Note on Simmons Market Research Bureau Data

The Consumer: Body Washes
• Almost 125 Million Users
• Factors Favoring Use
• Age, Gender, Region and Locality Not Indicators
• Asian Americans Most Likely to Use
• Higher Educational Levels for Frequent Users
• White-Collar Employees Show Greater Tendency to Use
• Strongest Use Among Highest Income Groups
• Household Factors Not Much of Determinant
• Product Use: By Product Type
• Use of Body Washes: By Brand
• Factors Favoring Use by Brand: Age and Race
• Factors Favoring Use by Brand: Region and Locality
• Socioeconomic Factors Favoring Use by Brand: Education, Employment Status, Occupation, and Household Income
• Household Factors Favoring Use by Brand: Marital Status and Household Size
• Table 6-1: Demographic Characteristics Favoring Use of Liquid Toilet Soap, 1998 (U.S. Principal Shoppers)
• Table 6-2: Adult Use of Liquid Toilet Soap: By Race, 1998 (percent and index): Asian, White, Black, Other
• Table 6-3: Adult Use of Liquid Toilet Soap: By Education, 1998 (percent and index): 4 Educational Levels
• Table 6-4: Adult Use of Liquid Toilet Soap: By Occupation, 1998 (percent and index): 5 Occupation Categories
• Table 6-5: Adult Use of Liquid Toilet Soap: By Household Income, 1998 (percent and index): From Under $10,000 to $250,000 or More
• Table 6-6: Demographic Characteristics Favoring Use of Bath and Shower Additives by Product Type: Moisturizing Body Wash vs. Gel, 1998 (Female Users)
• Table 6-7: U. S. Consumer Use of Liquid Toilet Soap by Brand, 1998 (number and percent): 9 Brands
• Table 6-8a: Demographic Characteristics Favoring Use of Liquid Toilet Soap by Brand, 1998 (U.S. Adults): Caress Body Wash, Dial Body Wash, Dove Beauty Wash
• Table 6-8b: Demographic Characteristics Favoring Use of Liquid Toilet Soap by Brand, 1998 (U.S. Adults): Lever 2000 Body Wash, Neutrogena Rainbath Gel, and Nivea Shower Gel
• Table 6-8c: Demographic Characteristics Favoring Use of Body Washes by Brand, 1998 (U.S. Adults): Oil of Olay 2-in-1 Body Wash, Vaseline Intensive Care, and Zest Body Wash

The Consumer: Bath Additives
• 66 Million Users
• Factors Favoring Use
• Product Use: By Product Type
• Age Important Discriminator of Product Type Used
• African Americans Above Average in Use of Bath Additives
• Regional Variations
• Bath Additives Users Less Educated
• Part-Time and Technical/Clerical/Sales Workers Use
• Users of Bath Additives Show Downscale Household Skew
• Household Factors Significant
• Use of Bath and Shower Additives: By Brand
• Factors Favoring Use by Brand
• Table 6-9: Demographic Characteristics Favoring Use of Bath and Shower Additives: Users vs. Heavy Users, 1998 (Female Users)
• Table 6-10a: Demographic Characteristics Favoring Use of Bath and Shower Additives by Product Type: Bubble Bath vs. Beads/Powder, 1998 (Female Users)
• Table 6-10b: Demographic Characteristics Favoring Use of Bath and Shower Additives by Product Type: Foaming Oil vs. Other Oil, 1998 (Female Users)
• Table 6-11: Adult Female Use of Selected Forms of Bath and Shower Additives: By Age, 1998 (percent and index): Bubble Bath, Beads/Powders, Other Oil, Foaming Oil
• Table 6-12: Adult Female Use of Selected Forms of Bath and Shower Additives: By Race, 1998 (percent and index): Bubble Bath, Beads/Powders, Other Oil, Foaming Oil
• Table 6-13: Adult Female Use of Selected Forms of Bath and Shower Additives: By Region and Locality, 1998 (percent and index): Bubble Bath, Beads/Powders, Other Oil, Foaming Oil
• Table 6-14: Adult Female Use of Selected Forms of Bath and Shower Additives: By Education, 1998 (percent and index): Bubble Bath, Beads/Powders, Other Oil, Foaming Oil
• Table 6-15: Adult Female Use of Selected Forms of Bath and Shower Additives: By Employment and Occupation, 1998 (percent and index): Bubble Bath, Beads/Powders, Other Oil, Foaming Oil
• Table 6-16: Adult Female Use of Selected Forms of Bath and Shower Additives: By Household Income, 1998 (percent and index): Bubble Bath, Beads/Powders, Other Oil, Foaming Oil
• Table 6-17: Adult Female Use of Selected Forms of Bath and Shower Additives: By Marital Status and Household Size, 1998 (percent and index): Bubble Bath, Beads/Powders, Other Oil, Foaming Oil Table 6-18: U. S. Consumer Use of Bath and Shower Additives, 1998: By Brand (number and percent): 6 Brands
• Table 6-19a: Demographic Characteristics Favoring Use of Bath and Shower Additives by Brand, 1998 (Female Users): Alpha Keri, Aveeno, and Avon
• Table 6-19b: Demographic Characteristics Favoring Use of Bath and Shower Additives by Brand, 1998 (Female Users): Calgon, Vaseline Intensive Care Beads, and Vaseline Intensive Care Foam

The Consumer: After-Bath Products
• Almost 50 Million Users
• Factors Favoring Use
• Use Skews Toward the Young
• African Americans Most Likely to Use
• Use Skews Toward Southerners
• Lower Educational Levels for After-Bath Users
• White-Collar Employees Show Greater Tendency to Use
• Strongest Use Among Lower Income Groups
• Use Skews Toward Unmarried Consumers
• After-Bath Users Live in Larger Households
• Factors Favoring Use by Brand
• Table 6-20: Demographic Characteristics Favoring Use of Body Sprays and Splashes, 1998 (U.S. Adults)
• Table 6-21: Adult Use of Body Sprays and Splashes: By Age, 1998 (percent and index): From Age 18 to Age 65+
• Table 6-22: Adult Use of Body Sprays and Splashes: By Race, 1998 (percent and index): Black, Other, White, Asian
• Table 6-23: Adult Use of Body Sprays and Splashes: By Region, 1998 (percent and index): Northeast, Midwest, South, West
• Table 6-24: Adult Use of Body Sprays and Splashes: By Education, 1998 (percent and index): 4 Education Levels
• Table 6-25: Adult Use of Body Sprays and Splashes: By Occupation, 1998 (percent and index): 5 Occupation Categories
• Table 6-26: Adult Use of Body Sprays and Splashes: By Household Income, 1998 (percent and index): From Under $10,000 to $250,000 or More
• Table 6-27: Adult Use of Body Sprays and Splashes: By Marital Status, 1998 (percent and index): 3 Marital Status
• Table 6-28: Adult Use of Body Sprays and Splashes: By Household Size, 1998 (percent and index): One, Two, Three or Four, Five or More
• Table 6-29: Demographic Characteristics Favoring Use of Body Sprays and Splashes by Brand: Impulse vs. Jean Naté, 1998 (U.S. Principal Shoppers)

Appendix I: Examples Of Consumer Advertising

Appendix II: Addresses Of Selected Marketers